Research on the impact mechanism of enterprise green technology innovation based on the analysis framework of theory of planned behavior: evidence from heavily polluting listed enterprises in China

Under the background of China’s ecological civilization construction, enterprises green technology innovation (GTI) has attracted more and more attention. In this paper, the internal factors and external factors, subjective factors, and objective factors of each relevant subject are comprehensively considered, and the analysis framework of the impact mechanism of enterprise GTI is constructed. Then, taking 211 heavily polluting listed enterprises in China from 2010 to 2019 as the sample, integrating the mediating effect model and the moderating effect model, this paper empirically discusses the relationships among corporate endowments, executive characteristics, and enterprise GTI. The results demonstrate that corporate endowments have a positive impact on GTI, and executive characteristics act on GTI as a mediating variable during the impact process; market forces respectively play a weakening and strengthening role in moderating the main effect and the intermediate effect; government intervention and social background have positive moderating effects on the relationship between executive characteristics and GTI; the three moderating variables have a remarkable joint-moderating effect on the relationships between executive characteristics and GTI.